Heléne Östberg is a Brand and Innovation Manager at Tourism in Skåne.
In Skåne, we have decided that tourism should be part of the solution, not the problem. Tourism in Skåne’s brand and innovation work is about making a difference. It is not enough to talk about tourism creating employment and tax revenue.
Tourism can be a powerful tool in solving societal challenges and creating value for the local community, the environment and – of course – the visitor. But nothing happens by itself. We must dare to think and do something new. We must work systematically and together to maximize the benefits of tourism and minimize the negative footprints.
Heléne will talk about Skåne’s strategic roadmap with the vision: “Skåne – Where Tourism Matters” and give concrete examples of how Tourism in Skåne works with brand and open innovation to solve problems, influence and make a difference.